Transcript Customer Satisfaction

Customer Satisfaction
• Customer satisfaction is the extent to
which a firm fulfills a consumer’s needs,
desires, and expectations
• As some needs are met, others may
become more important
• Expectations may change based on
experiences
– Satisfying experiences may lead to
increasing expectations
What Is Marketing?
• MICRO-MARKETING:
– the performance of activities that seek to
accomplish an organization's objectives by
anticipating customer or client needs and
directing a flow of need-satisfying goods and
services from producers to customer or client
• MACRO-MARKETING:
– a social process that directs an economy's flow
of goods and services from producers to
consumers in a way that effectively matches
Economic Systems
Marketing-Directed
Economic Systems
Consumer choices are
the invisible hand that
guides the economy
Planned
Economic Systems
Government planners
decide what consumers
should get
Micro-Macro Dilemma
• Micro-macro dilemma: what is "good" for
some producers and consumers may not be
good for society as a whole.
• Examples:
– some consumers want handguns, but guns
can be dangerous
– all terrain vehicles are fun for some
people, but may result in injuries or
damage to wilderness areas
Development
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1. Self-supporting agriculture
2. Preindustrial or commercial
3. Primary manufacturing
4. Nondurable and semidurable consumer
products manufacturing
• 5. Capital equipment and consumer
durable products manufacturing
• 6. Exporting manufactured products
Nations’ Macro-Marketing
Systems Are Connected
• Economic growth has prompted more
international trade
• World Trade Organization (WTO)
– Only international body dealing with
the rules of trade between nations
– Replaced the General Agreement on
Tariffs and Trade (GATT)
• Tariffs and quotas may reduce trade
Economies of Scale
• Economies of Scale: as a company
produces larger numbers of a particular
product, the cost for each of these
products goes down.
• Facilitated by mass production
• Facilitated by mass distribution
• Not always possible (for example, in
labor intensive services)
Facilitators
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Ad agencies
Marketing research firms
Information technology suppliers
Product testing labs
Public warehouses
Transporting specialists
Financial institutions
Marketing
• Some criticisms focus on micromarketing and some focus on the
whole macro-marketing system:
– "Too many ads are annoying,
misleading, or both."
– "There are too many unnecessary
products."
– "Middlemen raise prices but don't
Marketing Orientation
• Trying to carry out the marketing
concept
• Maintaining a customer orientation
– All departments work together
guided by customer needs
– Focus on profit objective (or other
overall objective)
– NOT just trying to "unload" what the